5 Ways to Create an Irresistible Call to Action

So you’ve done everything right in your e-mail series: you’ve built a top-tier list of ultra-engaged customers, figured out the optimal number of sends, and perfected the fine art of testing your subject lines. But it could be all for naught if your call to action (CTA) isn’t spot on.

Here are five ways to create a super-clickable CTA.

Contrasting Colors Make CTAs Stand Out

While there’s no magic CTA button color that gets more clicks (seriously, we’ve checked!), picking a contrasting color will naturally draw the eye. Plus, different colors evoke different emotions, so choose one that aligns with the action you want your audience to take. For example, an attention-grabbing yellow over a relaxing green could create a low-anxiety call to action that promotes a positive feeling without seeming too high pressure. On the other hand, a red CTA button creates a sense of urgency on a trust-building blue background. It reinforces the idea that while time may be running out on an offer, the audience can trust the brand to take care of their order.

Concise Copy Gets More Clicks

Short, active copy adds a sense of urgency to your call to action, so be sure to include active rather than passive verbs in your CTA and don’t mince words. Also, try using the first person and add words like “now” to create excitement. So, instead of “Get Started on Your Free Trial,” try a button that says something like “Start My Free Trial Now” to get customers revved up about the product.

Size and Shape Grab Attention

No one is going to hunt through an email for your CTA, so make sure it’s easy to find and click. And don’t forget to round off the edges. Research has shown that we subconsciously seek to avoid pointy corners, so if you’re using a rectangular shape, be sure to round those corners. Finally, remember to make your buttons big enough to easily tap from mobile phones. Apple recommends buttons be at least 44×44 pixels (the size of the average fingertip). A staggering number of readers are scrolling through email on mobile devices, and if they can’t tap then and there, they probably won’t remember to come back later.

The CTA Should Be the Star

If you’re hoping for conversions, your CTA shouldn’t be competing with other buttons or hiding within other content. Logic matters when it comes to the placement of your call to action so put your button in the place where readers are most likely to see it – typically above the fold where they don’t have to scroll to find it or at the natural end point of the copy – and then test to make sure it’s in the best spot.

Test, Test, and Then Keep Testing

Studies show that simple A/B testing can increase conversion rates by 49 percent, so don’t be afraid to try new things and learn from successes and failures. Try a round button rather than rectangular or test an orange on blue color scheme. The combinations are endless. Make sure you’re constantly learning about your audience and applying what works for truly clickable calls to action.